solution

Find an exemplar of a successful integrated marketing campaign from the last five years. Analyse the campaign and justify why you feel it is a success using key IMC theory and communication insight. Then, pitch how the campaign could be improved. Students’ discussion should be limited to the campaign and the time and environment in which it was run.

• Targeting Strategy o Include a Segmentation Targeting Positioning (STP) framework breakdown of the campaign to demonstrate knowledge of successful targeting of intended audience

• Campaign Evaluation o How does the campaign use means-end laddering to convey the benefits of the product? Include a mental map of the Attributes, Consequences and Values of the campaign o Discuss any relevant techniques used to demonstrate the effectiveness of the campaign o Conduct communication research via campaign metrics and/or consumer analysis (e.g. netnographic research, social media comments, forums etc.) to evaluate the success of the campaign

• Pitch- Improvements Explain how the campaign be improved based on what you have learn about integrated marketing communications throughout the semester

CASE STUDY IS NIKE BREAKING2

This campaign from 2017 was a perfect unity of influencer and content marketing.

As part of the strategy for their new shoe, the Zoom Vaporfly Elite, Nike live streamed an attempt to complete a marathon in less than two hours. It was live streamed on Facebook and Twitter, and behind-the-scenes photos were shared on Instagram throughout.

They enlisted three runners – Eliud Kipchoge, Zersenay Tadese, and Lelisa Desisa – into the race, made it easy for viewers to follow with the hashtag #Breaking2 and even created a custom Nike Vaporfly Elite shoe emoji.

While running is undoubtedly of interest to Nike’s core athletic audience, the campaign’s message around unlocking human potential tapped into a much broader audience. Questioning the status quo, pushing human ability to its limit and giving anyone who had internet access a front row seat to the race inspired thousands.

A week after the attempt, Nike garnered 584,000 mentions on social media and their hashtag was used over 400,000 times with 87% of the comments positive and a remarkable 2 trillion impressions. The shoe did well, too, achieving 5.2 times more digital content engagement in the days following the attempt.